The 2012 Digital Marketer Benchmark and Trend Report Experian

8/2/2019 The 2012 Digital Marketer Benchmark and Trend Report Experian

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The 2012 Digital Marketer:Benchmark and Trend Report

Empowering meaningful connections with your customers


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Foreword

As I sit down to write this foreword, I survey my desktop; both computer and physical.

I receive information from my laptop via email, the Web, search, Twitter feeds, Facebook and

LinkedIn. On my desk, I have an iPhone and an iPad both delivering the same information

via text, personal email and a variety of apps. Finally, I have a stack of physical mail: catalogs,

conference flyers and research reports. While I (and most of you reading this report) might be

on one end of the spectrum in the variety of ways we receive information, consider the vastpermutations and combinations facing our customers and how they process all of the data

available in todays world.

Faced with the complexity of marketing in a digital world, it becomes easy to obsess over

the latest technology to track and analyze the effectiveness of an ever-increasing number of

channels. With all the data available to us, have we lost sight of our real objective? Behind all

of our charts, metrics and algorithms are individuals, each with their own specific preferences

in consuming marketing messages. How do we most effectively connect with our most

valuable asset, our customer?

In this years 2012 Digital Marketer report, we have a fresh perspective. While we have the

same great data to share with you about email, search, social, mobile and cross-channel

usage, we believe your analysis should start not with a technology or a channel, but with a

new obsession, a deeper understanding of your customers and how they live and consume

information in this digital world.

Whether youre reading this report digitally on your laptop or tablet, or perusing a printed

copy which now resides on your physical desktop, were excited to share the data that we

have available at Experian Marketing Services to fuel your customer obsession.

Bill Tancer

General Manager, Global Research

Experian Marketing Services


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Table of contentsIntroduction: customer obsession ...................................................................... 1

Customer obsession ..............................................................................................................1

Following the customer across channels .........................................................................3

Creating a customer engagement framework .................................................................4Innovating along the Marketing Sophistication CurveSM ..............................................6

Understanding the marketing technology ecosystem ..................................................8

Data: meet the New American Consumer .......................................................11

Flavors of data .......................................................................................................................11

Identify and address key problems with data ................................................................12

Insightful data around a New American Consumer ....................................................12

American Royalty: the top 1% ....................................................................................19

Integration: break down the silos ...................................................................... 21

Correctly capturing data for integration ......................................................................... 22

Maintaining clean email addresses ................................................................................ 25

Collecting data through mobile devices ........................................................................ 26

Understanding the customer ............................................................................................ 27

Cross-channel identity resolution .................................................................................... 29Blue Collar Comfort: increased economic confidence ........................................ 30

Intelligence: innovation through insight .......................................................... 33

Analytics and insights ........................................................................................................ 33

Programs, performance and measurement ................................................................. 34

Response attribution .......................................................................................................... 35

Campaign management .................................................................................................... 37

Personalization and recommendations ......................................................................... 38

Customer intelligence for the election year ................................................................... 40

Interaction: empower meaningful connections ............................................. 49

Email: a marketers foundation ................................................................ ................... 53

Biggest email marketing trends from 2011 .............................................................. 53

Using email segmentation to reach the New American Consumer ........................ 57

What email marketers should focus on in 2012 ............................................................ 58Connect ............................................................................................................................ 58

Engage ............................................................................................................................... 63
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Social: essential to the marketing playbook ............................................................. 79

The state of social media ....................................................................................................79

Demographic shift in social media users ...................................................................... 80

More time online, more variety in social media sites ...................................................81Brands and social media sites ......................................................................................... 82

Pinteresting trend in social media ................................................................................... 84

Social media marketing goes mainstream ................................................................... 86

Facebook advertising: likes, fans and sales ..................................................................88

Facebook data, the source of whats next in customer insight and

user experience................................................................................................................ 92

Planning for social data integration: its not as scary as it sounds .......................... 93

Mobile: usage on the rise .............................................................................................. 95

The mobile Internet revolution and opportunities for brands .............................. 95

A mobile nation .................................................................................................................... 95

Mobile activities on the go: a lot more than talking ..................................................... 96

M-commerce: mobile phones are quickly becoming an indispensable

shopping tool.................................................................................................................... 99

Rolling the Dice: blend of optimism and pessimism .........................................101

Insights on mobile activities from around the world .......................................... 102

Mobile Internet users are more connected and more receptive

toward advertising ...................................................................................................... 103

Digital advertising, search, etc .................................................................................. 105

Display advertising: turbo charge it with customer data ......................................... 105

Multi-channel marketers: introducing addressable advertising ............................ 105

Harnessing big data .......................................................................................................... 107

Measuring digital campaigns ..........................................................................................110

Continuing to evolve in digital advertising ....................................................................111

Search insights from the 2011 holiday season ................................................112

Search trends ......................................................................................................................115

Insights into Hong Kongers online habits in 2011 ...............................................116

Hispanic Harmony: bilingual and hopeful ............................................................118

Increasing conversion by improving site usability ......................................................119

Using product relevancy to increasing conversions ................................................. 122

Six easy ways to learn why Web visitors arent buying 125
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Subsections of the report

This report contains five different subsections within its content. Know how

to identify them with this key:

Holiday data sections are identified with the present icon and

provide information to help prepare for the 2012 holiday season.

Segment Profiles are identified with the person icon and take

a deep dive into a customer segment.

The International Insight sections are identified with the globe

icon and include data from around the world.

Case studies are results based on experience: these sections will be

portrayed with this purple treatment.

Tips: quick guidelines to help marketers better plan their strategies.

Tips will be presented with this treatment.

Sidebars: added learnings to keep you marketing forward. These sections will

be displayed between the double gray bars.


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Customerobsession

INTRODUCTION

Customer obsession


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Introduction: customer obsession

Key findings

Forty-six percent of marketers chose multi-channel coordination as

one of their biggest marketing challenges of the last 12-18 months.Always optimize the customer experience by listening, analyzing,

planning and speaking.

Cross-channel marketing requires an integrated approach across

company silos and disparate systems.

Never forget that the customer is at the center of the

marketing universe.

Customer obsession

There has been a paradigm shift in the way consumers and brands interact.

Customers have more choices in terms of what they buy, from whom and

how often, while brands have more ways to connect and stay connected

than ever before. The most successful marketers understand this new

reality and have adjusted their communication strategies over the last few

years to keep pace.

Fortunately, were well past bifurcating the customer and instead, taking

a more holistic view of the marketing ecosystem and our customers.

By putting greater emphasis on identifying the purchase drivers of our

customers along with their channel preferences, marketers have become

increasingly adept at reaching customers across channels with integrated

messages and highly personalized communications. We believe that this

type of marketing has become table stakes, and those brands that ascend

to the top will be, quite simply, customer obsessed. Savvy marketers willlisten carefully to what their customers say what they like, what they

dont like and especially what they tell others. They will empower their

customers to become active brand advocates and enable them to spread

the word about the brand far and wide by giving them what they want every

time they interact.

These smart companies will also let customer data help guide their

marketing decisions. Myriad information about individual customersis literally at the marketers fingertips for analysis and action.

Understanding and linking all of this data to inform campaign strategy

will become an increasingly critical task for marketers who are


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Customers lives are ever changing. Sometimes in predictable ways such as

marriage, having children or retirement, and sometimes in less predictable

ways such as divorce, job promotions, religious views or shifting priorities.

Anticipating and understanding these milestones and unknown changes in

our customers lives is the key to staying not only top of mind but important

to them.

The 2012 Digital Marketer: Benchmark and Trend Report looks at many

critical marketing concepts, strategies and tactics, while taking a deep

dive into data insights and the integration of communication channels like

email, social, mobile, display advertising, search, direct mail and more.

Most importantly, we focus on the customer, the center of the marketers

universe, the object of their obsession and the key to marketing and

financial success.

Matt Seeley

Business Leader Group President

Experian Marketing Services


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As marketing complexity continues to increase, the simplest way to manage

progress is to focus on the customer. What will improve the customer

experience and journey? How can marketers better serve the needs of

customers? A customer-centric approach makes it imperative to strengthen

two disciplines above all else:

Customer insights understand both the persona and the person

Relationships consistent, coordinated, sustained interactions

and engagement

In this report youll notice the absence of consumer and instead see a

consistent reference to customer. If customers are deserving of more

meaningful and relevant interactions then so it is every consumer is a

potential or existing customer. As such, customers want brands to listen

to them, understand them better and know them. Paying closer attentionto their behaviors, providing platforms for angst or advocacy feedback

loops and social expression, and appreciating the certainty of change will

all go a long way in strengthening the ever important and highly coveted

gesture of loyalty and advocacy.

Following the customer across channels

Media consumption is fragmented, so marketers must chase customers

across multiple channels, utilizing campaigns that are increasinglydifficult to integrate. Its no wonder that integrated campaign management

was one of the top three biggest challenges for 38% of marketers.1

Investing in platforms to aggregate audiences helps, but there is no

simple or comprehensive way to reach across traditional, digital, mobile

and social channels.

In addition to being harder to engage, todays customers are more

demanding of their brands. They expect brands to listen; interact; behave

well; and, most critically, be relevant. Dont waste my time is thecustomers mantra because they are busier than ever, have more choices

than ever and get bombarded with more messages than they can possibly

make sense of.

A typical path in the customers journey helps illustrate the challenges

of cross-channel, or multiple touch-point marketing. Effective marketing

strategies must connect many dots in order to lift sales. Each stage of the

customers path to purchase requires a different tactic to plan, manageand execute.


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Imagine a customer is interested in guitars and related musical equipment

but is unaware that a particular brand offers a new kind of tuning device.

How would this prospective buyer and brand connect? How would they

find each other? The customer may search online for other products in the

category or browse content on related topics. Moreover, its likely that the

customer would be discussing music with friends on a social network or

sharing a video.

What if that customer then searches online, reads reviews and becomes

not only a satisfied user, but also a delighted customer? How should the

brand turn this enthusiasm into advocacy and turn this single transaction

into five more? A variety of new techniques and technologies is required to

address this cross-channel, digital path to purchase.

Creating a customer engagement frameworkRelationships are built over time through a series of customer engagements

and experiences. If the experiences are mostly positive, the relationship

grows stronger, and vice versa. To engage effectively with customers across

channels and over time, brands must carefully plan how to advance a

customer through each stage of his or her life cycle. There is a consistent,

repeatable approach all marketers can employ to optimize the customer

experience: the customer engagement framework. We view this as a four-

step methodology that flows like this:

1. Listen Recognize customers and their interactions across an ever-

expanding range of traditional, digital, mobile and social channels

2. Analyze Develop new insights about customer behavior and

preferences using advanced tools and methods.

3. Plan Leverage best practices and strategies for managing campaigns

and marketing programs.

4. Speak Deliver personalized interactions using state-of-the-art tools for

coordinated, cross-channel experiences.


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The need for cross-channel optimization is evident in the declining

performance of traditional media and marketing methods. According to

Forrester: Media consumption is increasingly fragmented. Most consumers

are no longer exposed to marketing messages in a vacuum; they often

interact with multiple media simultaneously. In this progressively complex

environment, marketers need to understand precisely how efficiently their

various marketing channel budgets are reaching their customers.2

Moreover, marketers are being held accountable for return on investment

(ROI) on marketing spend. They need to recalibrate their systems of

measurement to know whats working and whats not in this complex, multi-

channel mix. The attribution of response by channel and across channels

is a huge challenge, yet measurement is essential to both motivating and

guiding innovation.

Learning where a company falls on this continuum is the first step. Once

there is an understanding of the current level of marketing sophistication,

an actionable roadmap can be developed to enable optimization, drive

innovation and track progress. Specific initiatives can be undertaken to

develop or enhance the people, process and technology that compose the

marketing technology ecosystem.


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Understanding the marketing technology ecosystem

Elevating a companys level of marketing sophistication requires that

marketers not only have all the necessary puzzle pieces, but also a

clear understanding of what the picture on top of the puzzle box looks

like. Knowing what the end result must be provides context and allows

marketers to efficiently and effectively assemble the component pieces.

The graphic below depicts a high-level view of the marketing

technology ecosystem.

Marketing technology ecosystem:

improve capabilities and drive quantifiable results

Dataintegration

Datacapture

Search

Dis

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Media

Image

Experience

DirectSy

ndicatio

n

Monitoring

Community

Wordofm

outhSc

annin

g

Apps

Mobileweb

SMS

Email

Web

Traditional Digital Social Mobile

Personalization

Cam

paignmanagem

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P

rogra

mmanagem

entA

nalytics


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The customer is at the center of the marketing universe the emergence

of the New American Consumer makes this fact truer than ever. Marketers

must establish mechanisms and capabilities to capture and integrate all

cross-channel data available on the customer. This linked and enriched data

drives analytics that complete the 360-degree view of the customer, and it

provides insight allowing marketers to devise strategic marketing programs

and individually relevant campaigns. Targeted, highly personalized

interactions then can be delivered within the context of appropriate

marketing channels across traditional, digital, mobile and social media.

Finally, consider how marketers can create the infrastructure necessary to

support all the above-mentioned activities. The easiest way to break this

down is to deconstruct the marketing technology ecosystem wheel into a

customer intelligence platform comprised of critical marketing information

and key hubs of functionality. Built on a foundation of data, this hosted,end-to-end marketing solution leverages a three-hub approach to capture

and integrate data from across channels (integration), understand how to

maximize customer value (intelligence), and optimize customer interactions

with context and relevance (interaction). Read on to learn more about how

the hubs intersect and interact to help digital marketers succeed in 2012

and beyond.

Marketing technology ecosystem: improve capabilities

and drive quantifiable business results

Data

Integration

Interaction

Intelligence


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MeettheNewAmericanC

onsumer

DATA

Meet the New American Consumer


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Data: meet the New American Consumer

Key findings

Marketing-relevant data still falls into three primary categories:

customer information, compiled enhancement data and third-party resources.

The dynamic of the American household continues to morph and a

New American Consumer is taking shape.

Twenty-eight percent of marketers noted that creating effective

targeting profiles was one of their biggest marketing challenges

last year.

An increasing percentage of college graduates are returning home to

live with their parents.

Households that contain adults and children from multiple

generations are a mega-trend.

A study by the National Center for Health Statistics (NCHS) found

that in 2006, one out of 12 first births were to women age 35 and older.

Wealthier adults are favoring an urban lifestyle.

A rich foundation of data is essential to empowering meaningful customer

connections. Customer information is critical to nurturing relationships

and driving relevant, coordinated multi-channel campaigns. If there isnt an

integrated, multidimensional view of the customer that is accessible from

multiple downstream systems, it will be a struggle to expand relationships.

Flavors of data

Despite the rapidly expanding number of information sources andchannels especially from a digital perspective marketing-relevant data

still falls into three primary categories:

Customer information point of sale, customer service, Website, email,

call center, survey research, preferences, social media, etc.

Compiled enhancement data life events, demographics, lifestyle,

online, transactions, market research, business, automotive, etc.

Third-party resources partners, lists, syndicated sources, research,

segmentation, suppressions, etc.


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Using a lifestyle segmentation system, like Mosaic USA Consumer

Lifestyle Segmentation, marketers can key into new customer dynamics

and anticipate the behavior, attitudes and preferences of their customers in

order to reach them in the most effective channels with the best messages.

Here are examples of recent demographic shifts and sociological trends

that have given rise to four very unique market segments.

Baby Boomer population adapts to accommodate boomerang children

Every year, a new wave of college graduates is poised to enter the

work force. However, these days, before launching what they hope are

meaningful careers, a large percentage might be knocking on the front door

of their parents homes looking for a place to live. Welcome to the land of

Boomers and Boomerangs: a 21st century family segment containing Baby

Boomers who moved into their homes more than 15 years ago and watchedtheir children grow up and leave the nest, only to have them return. What

they thought was going to be converted into a home office or an exercise

room is once again a messy bedroom.

Compared to U.S. households overall, Boomers and Boomerangs are more

than four times more likely to contain young adults living with their parents.

However, not all of these young adults are necessarily recent college

graduates. Many have previously started out on their own but are now

seeking the sanctuary of living with mom and dad while attempting to gain

the traction necessary for making ends meet.

What impact does this trend have on boomer-aged parents who have been

making preparations to begin a new phase of life, possibly dependent-free,

as empty nesters? Here are some key findings that will help marketers

connect and communicate with this growing market segment:

The vast majority (85%) of the Boomers and Boomerang parents are

between the ages of 51 and 65.

These are very busy households. They are 3.3 times more likely than

U.S. households overall to have five or more people living at home. The

increased demand of maintaining a larger household puts added strain

on the family finances.

Boomers and Boomerangs have reached their peak earning years and

have an average household income that is slightly less than $100,000.

They tend to be price-sensitive shoppers who buy economy cars and off-

the-rack clothes from discount retail stores.

Boomers and Boomerangs are voracious media consumers They


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They are very well-educated and are 1.7 times more likely to have earned

a graduate-level degree compared to the general population.

They are very likely to be employed in professional, technical or sales-

related occupations.

More than half of these householders have lived in their homes for

15 or more years. Many may be considering home renovation orremodeling projects to better accommodate their adult-age children.

There are solid credit ratings among Boomers and Boomerangs,

making them an attractive target for automotive, home-equity and

education loans.

The wide age gap of members found in Boomer and Boomerang

households translates into divergent Internet activities. They go online for

banking, retrieving financial information and travel planning, as well as tosearch for jobs, for instant messaging and for gaming. Popular Websites for

this segment include an astonishing variety, such as CNN, ESPN, Facebook,

WebMD and Craigslist. Both age groups appreciate the convenience of

shopping online. With their varied backgrounds, members of this segment

access the Internet at home, school and work through wireless and mobile

devices. Still, there are some age-specific activities evident in Boomers

and Boomerangs: while the parents are still shy about surfing the Internet

through their cell phones, theres no such reticence among the youngerpeople in the household.

Multigenerational households throw marketers a curve

Americans are again embracing the concept of multigenerational family

living. Whether its the outcome of a failing economy or other economic

and sociological factors, households that contain adults and children from

multiple generations are a mega-trend.

The demographic developments are undeniable. An expanding elderlypopulation has begun moving in with their adult children with greater

frequency. At the same time, these adult children could be parents of young

adults themselves who, for a variety of reasons, have decided to move back

home. In both cases, younger children under age 18 also might be present

in the home.

One example of this marketplace trend is the emergence of the segment

called Sports Utility Families. These are predominately upscale, middle-aged couples with school-aged children living in outer-lying suburbs.

However, theres a twist to what initially might be described as the

prototypical all American family These households have a greater


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Fast Track Couples lead socially active lifestyles. They enjoy going to

bars, movies, comedy clubs and rock concerts.

They prefer their vacations to be filled with heart-pounding sports,

including skiing, scuba diving, water skiing and backpacking.

Self-described early adopters, they like filling their homes with the latest

customer electronics and technology.

The best channel to reach Fast Track Couples is the Internet. They are

highly receptive to digital advertising via online search and sponsored

links. Few segments spend more time in cyberspace. They are enthusiastic

Internet users, going online to simplify their lives. They use the Internet to

manage their financial affairs, make travel arrangements and check out

new job, car and home listings. They also use the Internet as their chief

form of entertainment, downloading music, listening to Internet-only radiostations, watching videos and sharing digital photographs. In addition,

theyre comfortable telecommuting and shopping online. Having grown up

with communication on demand, they dont care how they get their Internet

access. They bounce seamlessly between cell phone, laptop and wireless

connections. Although they dislike email ads, they do respond to sponsored

Websites and links especially when doing product comparisons. They

like shopping for games and software to improve their online experience.

In a list of popular Websites, its difficult to find any that they dont visit,

including Facebook, YouTube, Wikipedia, Best Buy and eBay.

Urban lifestyles gain renewed favor by wealthier adults

Over the past several decades, a large percentage of Americas most

wealthy households moved from the inner sanctum of the cities to the

outlying suburbs. Think McMansions, Hummers and other forms of

suburban extravagance that reflect the steady migration of the well-to-do

to the outer reaches of metropolitan areas. However, the tide has changed

somewhat. Meet the new Jet Set Urbanites. These are in-town sophisticateswho are an affluent mix of singles and childless couples pursuing high-rise

living and fashionable lifestyles in urban neighborhoods. This segment

represents a subpopulation of aging Baby Boomers looking for the perks

that can be found in a city landscape.

Some key differentiating features of Jet Set Urbanites compared to the

U.S. population overall include the following:

Jet Set Urbanites are 9.2 times more likely to have household incomes of

$250,000 or more.

With their impressive educations nearly half of household heads have


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American Royalty: the top 1%

As the name suggests, American Royalty are those Americans who are at

the top of the affluence pyramid. In fact, less than 1% of all U.S. adults are

identified as being American Royalty. They are financially confident, tech-

savvy and influential. They have the means to travel the world armed withthe latest gadgetry, of course, to make their lives easier, more connected

and more comfortable. Their love of gadgetry has translated into a need

for the latest news and rumors from websites like Boy Genius Report,

MacRumors and Fortunes technology blogs. Not surprisingly, American

Royalty also enjoy consuming news on their mobile phones, visiting the

mobile Websites of The Washington Post, US Weekly, BBC and San

Francisco Gate. American Royalty is active and involved in their community

as members of many civic, cultural and religious groups. The Internet hasproved to be a highly effective and popular way for this group of connected

individuals to communicate and socialize with their communities and to

stay involved.

As community-oriented as these individuals are, they spend plenty of time

on the road. Eighty-four percent of American Royalty members have a valid

passport, and almost three-quarters have traveled abroad in the last three

years. In the last year alone, 88% traveled stateside, with a majority making

travel reservations online. When it comes to travel Websites, American

Royalty can be found perusing the JetSet Report and trendy boutique hotels

in New York City such as the Hudson Hotel, Hotel Gansevoort and Gramercy

Park Hotel. Organized travel with a luxurious spin like cruises from Crystal

Cruises and Regent Seven Sea; and expeditions from Kensington Tours,

Abercrombie & Kent and National Geographic Expeditions are also popular

with these customers.

With all that travel, its no wonder American Royalty members are morethan twice as likely as the average American to say that while away from

home, its important to have Internet access. That also explains why they

are 41% more likely than average to surf the Web on their mobile phone and

74% more likely to email from their phone.

Whether on the road or at home, the Internet plays an important role in

the lives of American Royalty. These individuals are 50% more likely than

average to say that the Internet is their primary source of entertainment

and just over a third say the Internet is the primary source of entertainment

for their entire family. American Royalty spends so much time online that

half of this group says that theyre spending less time reading newspapers,


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Breakdownth

esilos

INTEGRATION

Break down the silos


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Integration: break down the silos

Key findings

Customers want a personalized, relevant experience, and

successful interactions hinge on the ability to integrate within andacross channels.

Forty-two percent of marketers reported that their organizations

teams collaborate on all marketing programs.

Fifty-nine percent of companies are collecting mobile contact data.

Ninety-two percent of businesses feel their contact data is inaccurate

in some way.

The digital explosion of new media choices has led to fundamental changes

in the way marketers must operate. Media fragmentation means mass

media buying is no longer sufficient. The multitude of competing marketing

initiatives drives the need to prove a return on investment like never before.

Customers demand a dialogue across a variety of channels and devices.

Customers want a personalized, relevant experience, and successful

interactions hinge on the ability to integrate within and across channels.

From a departmental standpoint, 42% of marketers reported that their

organizations teams collaborate on all marketing programs. Only 13%

reported that they work in totally siloed organizations, which means the

majority is headed in the right direction.4 Integrating the data ought to

follow suit.

Marketing integration

Teams collaborate onall marketing programs

Teams collaborate onsome marketing programs

We are totally siloed45%

42%

13%

So rce E perian Marketing Ser ices


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Collecting data through mobile devices

Mobile communications are becoming more important to marketers

as smartphone usage continues to expand. In fact, according to a

recent Experian QAS study, 59% of organizations are collecting mobile

contact data.

In addition, the amount of information being collected through mobiledevices is on the rise, with financial institutions allowing customers to

open accounts through online self-service portals and retailers selling

products through mobile ecommerce sites. With so much data

accumulating, organizations need to ensure that accurate information is

collected not only to fulfill requests, but also to market to customers for

up-sell and cross-sell purposes.

Organizations should review the pieces of contact information thatcustomers or prospects can input through mobile applications and put

verification in place to prevent inaccurate data from entering a database

through the mobile channel.

There are several different methods for verification. First, point-of-capture

tools can be leveraged online to validate contact details while an individual

is still engaged. This validation will interact directly with the customer to

ensure that all details are standardized and validated while they are using

the application. The benefit of this type of tool is that information, such asa missing apartment number or street directional, can be corrected and

gathered from the customer in real time.

However, some organizations may not want to add that level of verification

to a new mobile application. An alternative is that information can be

placed in a holding area and run through a back-office cleansing tool before

it is entered into the main database. This will allow contact data to be

standardized and verified, and if information is inaccurate, it can be flaggedand corrected at the time of the next transaction.

As mobile applications become more important to the marketing mix,

organizations need to be even more mindful of the need to collect accurate

data from mobile devices rather than flooding their database with poor,

unusable data.


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Understanding the customer

The success of any marketing campaign depends on a good understanding

of the person receiving the message. With the digitization of marketing and

selling channels, organizations need to understand their customer faster

than ever and be able to make relevant offers in real time.

That process of clienteling, or using data about an individual customersbuying habits, history and preferences during interactions, is complicated

to be sure. But one thing is certain: its effectiveness all starts with basic

contact information.

Contact information is the basis for any profiling strategy. In fact, according

to a recent Experian QAS survey, 42% of companies maintain accurate data

to capitalize on market opportunities through customer profiling.

However, contact data is woefully inaccurate for most businesses.

According to the same study, 92% of businesses feel their contact data

is inaccurate in some way. In addition, 66% of respondents who have

customer loyalty programs believe their programs were negatively affected

in the last year due to inaccurate data.

To ensure that marketers can make relevant offers and engage in

clienteling, they need to first focus on the capture of accurate contact data.

Verification can be put in place at the point of entry for mailing address,phone number and email. This ensures not only that companies can fulfill

orders, but also that marketers can make personalized, relevant offers in

the future. In addition, marketers can then use contact data to append

demographic information to make more informed decisions or relevant

real-time offers to the customer.

Case study: Casual Male Retail Group establishes interactive, front-end

address validation

Casual Male Retail Group was collecting customer contact data at the point

of sale (POS), but inaccurate addresses led to high returned mail costs,

poor marketing results and an inability to create a complete view of each

individual customer.

Because Casual Male had tried several different tactics for gathering

address information, including back-end processing and reverse telephone

append services, the retailer was convinced that interactive, front-endaddress validation was the best option.

C l M l ifi dd th t d t ll t Th


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Traditional name and address matching using full name and terrestrial

address to identify duplicate universes. This can be done at the individual,

household (surname), address or business level. Flexible options allow

for adjusting how aggressive the match should be. This type of service is

commonly used to identify duplication in direct-marketing campaigns.

Match key creating a key-based representation of each record. It can beas simple as parsing the name and terrestrial address elements to create

an alpha-numeric key or a more complex hash key that combines elements

of multiple layers of identity into one string of elements for matching. This

service is commonly used for identifying overlap between two distinct

data files or as an additional match in combination with another identity

resolution service.

Blue Collar Comfort: increased economic confidence

Blue Collar Comfort Americans are generally middle aged and upper middle

class. They live a comfortable life and are often identified as being fiscally

fit and confident spenders. Like most Americans, the recession has had

an effect on them, but they now feel that the U.S. economy is rebounding

and will be better off in the next year than it is now. This confidence has

trickled down into their own sense of financial well-being, with many BlueCollar Comfort Americans reporting that they plan on increasing their

spending on household essentials a little more in the next month. If their

expectations are correct, they might also have some money left over to buy

that latest gadget theyve had their eye on.

Gadgetry and electronics, in general, are a weakness for Blue Collar

Comfort, with members of this group scoring 49% higher than the average

American for saying, I love to buy new gadgets and appliances. In the

technology department, more than one-third of this group is classifiedas wizards who cant imagine life without the latest electronics or live

without the Internet. This mindset also applies to social networks, where

Blue Collar Comfort is already using recently launched social networks like

Google+ and GetGlue.

While traditional media, like television, magazines and radio, are still a

central part of this groups entertainment, the Internet has had a noticeable

impact on the way Blue Collar Comfort gathers information and shops.Fully 63% of these Americans say, The Internet has changed the way I get

information about products and services, compared with 54% of all U.S.

adults who say the same While online Blue Collar Comfort Americans


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Innovationth

roughinsight

INTELLIGENCE

Innovation through insight


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Regardless of the path pursued, ultimately the goal is to deliver one point

of truth, one common language to accurately and effectively measure the

marketing program effectiveness.

Tip: During campaigns, always ask things like: Which channel was most

effective? Which creative version worked best? Which campaign drove the

highest response rates? Where did I have the best cost per acquisition?

Campaign management

Integrated campaign management was the second most noted challenge

for marketers who participated in a recent Experian Marketing Services

survey 38% of respondents were challenged by it last year. Where

program management is about creating the overall battle plans, campaignmanagement is about loading, aiming and firing the guns. What seems

to be a point of confusion for many marketers, however, is that the term

campaign can mean different things depending on the marketers

focus. For example, a traditional circulation marketer would define it as

the segmentation and coding of a distribution list, while an online display

marketer would consider it to be the varying flights of creative that are

deployed to the preselected publisher sites. As the walls between channels

continue to erode and eventually crumble, marketers will certainly come tofind a commonality in the term.

Another way to view campaigns is a visual workflow that depicts the

various stages, treatments or flights of messages in their relative order.

More sophisticated tools allow for branching decisions whereby different

audiences receive a different message based on scoring, firmographic,

behavioral response or other segmentation scheme. Another aspect some

of the tools support is the ability to respond to customers. As opposed to

marketing to a pre-established list, in triggered campaigns, customers self-select into the campaign by an action, like completing a Web registration or

redeeming a coupon at a POS, at which point they receive a message or a

series of messages in response.

Tip:Think holistically. Do marketing programs feel pieced together? Review

this years marketing programs to determine how to improve future digital

advertising spend. Plan campaigns and structure them around the anchorsof digital marketing display, search, email, television and social media to

build a solid communication platform.


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Case study: European finance house improves customer

profit with marketing optimization

Experian worked recently with a well-established European finance house

that offers a range of customer services through subsidiaries and direct

marketing. With multiple channels, millions of customers and numerousproducts, the organization was struggling to manage the complexity of

its marketing campaigns. Management also wanted to ensure they could

process and deploy new marketing strategies within a strict monthly

operational schedule while focusing heavily on revenue growth.

Experians Marketswitch Optimization, which uses mathematical

techniques to deliver objective decisioning strategies, was deployed to

solve these multiple challenges. The team used Marketswitch Optimization

to consider the companys business objectives, customer usage, values,propensities and range of eligible offers, as well as operational constraints

and budgets, to determine the right course.

The final solution enabled the company to maximize return from direct-

marketing activities, increase the effectiveness and sophistication of its

overall campaign planning, and at the same time make more relevant offers

to its customers through many channels.

Marketswitch Optimization is designed for business users and requires noadvanced mathematical expertise. It enabled the finance houses customer

relationship management (CRM) team to create and evaluate different

optimized scenarios before committing resources and budgets. The new

tools and strategies helped the company to:

Achieve a 23% improvement in customer profit through a combination of:

Increased effectiveness and efficiency of activities

More appropriate offers to customers

Enhance key performance indicators (KPI) transparency and increase

value-added customer offers

Change optimized strategies on a monthly basis, with a streamlined

operational deployment

Implement campaigns with confidence after gaining an in-depth

understanding of the impact of changing activities through swap

set analysis

Rapidly and flexibly develop new scenarios to react to changes in

business objectives and product stakeholders requirements


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Understanding the mindset of the American voter

Political customer segmentations provide marketers with the ability to

understand who the voting population is in a very precise manner. The

segments go beyond merely identifying voters as Republican, Democrat

or Independent, but rather look at the subsets of each of these groups. The

profiles below include an understanding of the hot-button issues for the

voting public, nonpolitical motivations and brands used at above-average

rates by the segment, providing a more complete understanding of their

lifestyle to enable better targeted communication and messaging.

PoliticalPersonas segment profiles

Super Democrats 17% of registered voters; 40% of registered Democrats

Demographics Political outlook

Even male femaleSomewhat or very liberal, Super Democrats

have far left leaning positions on a variety

of topics, including the environment,

healthcare, international, education and

the economy. They also hold very liberal

positions on social issues such as abortion

and legalization of drugs.

Above average White and Black

College graduate or more

Employed

Average age: 46

Average HHI: $98,000

Percent with kids in home: 34%

Over-indexing brands by PoliticalPersonas segmentDrink Pellegrino-brand sparkling water (Index: 208)

Shop at Trader Joes supermarket (194)

Stay at Courtyard by Marriott hotels (180)

Use Amazon Kindle eBook (179)

Own a Mac (Apple)-brand computer (178)

Source: Experian Simmons


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Uninvolved Conservatives 6% of registered voters; 18% of registered Republicans


Male skew

Uninvolved Conservatives are not

particularly engaged in their communities or

key political topics such as the environment,education or healthcare. They do espouse

right-leaning attitudes when it comes to

international issues and finances though.

Largely White with Asian skew

Some college

Employed

Average age: 44



Over-indexing brands by PoliticalPersonas segment

Own Stihl-brand garden equipment (208)

Own Rigid-brand workshop equipment (203)

Own JVC-brand camcorder (160)

Own a Blackberry-brand mobile phone (151)

Eat Bagel Bites-brand frozen snacks (151)Source: Experian Simmons

Mild Republicans 1% of registered voters; 3% of registered Republicans


Male skew

Consider themselves somewhat

conservative. On the fence when it comes

to issues like healthcare, the environment

and religion. More conservative on social

security, international and education, but

more liberal towards abortion rights and the

legalization of marijuana.

Largely White


Employed

Average age: 47




Send money via PayPal (Index: 237)

Eat Stagg-brand chili (212)

Have U.S.A.A. auto insurance policy (205)

Use Philips Sonicare toothbrush (195)

Eat Tillamook-brand natural cheese (194)



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Ultra Conservatives 17% of registered voters; 52% of registered Republicans


Female skewUltra Conservatives are well-informed,community-minded voters with strongopinions and views that reflect their

conservative outlook. They have traditionalto conservative views on key issues ofemployment, immigration, healthcareand the environment, and even moreconservative on social issues.

Largely White


Many are retired

Average age: 53




Drive Buick-make automobile (175)

Have a mutual fund with Fidelity Investments (155)

Shop at Michaels stores (153)

Eat Marzettis-brand salad dressing (151)

Shop at Hallmark stores (149)


On The Fence Liberals 16% of registered voters; 65% of registered Independents


Male skewOn the Fence Liberals have a middle-of-

the-road to liberal outlook. While they

dont have very strong feelings on most key

political issues, they do have left-leaning

attitudes on issues such as abortion.

They are on the fence when it comes to

healthcare, the economy, education and

international.

Largely White


Employed

Average age: 43




Eat Cabot-brand natural cheese (Index: 171)

Drive a Jeep-make vehicle (159)

Shop at Citgo Quick Mart convenience store (157)

Use Tidy Cat-brand kitty litter (149)

Eat Ben & Jerrys-brand ice cream (148)



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Green Traditionalists 8% of registered voters; 35% of registered Independents


Even male female

Green Traditionals lean to the political right.

Their attitudes towards abortion, social

security, healthcare and religions all skewconservative. The environment is a key issue

for this group as they are active participants

in recycling programs and are concerned

about pollution.

Largely White


Above average unemployed and retired

Average age: 49




Eat Polaner All Fruit-brand jam (163)

Shop at Jo-Ann fabric and craft stores (161)

Shop at Pier 1 Imports (154)

Stay at Holiday Inn Express hotels (154)

Own TomTom-brand GPS (151)


Unconnected and Unregistered 69% of unregistered voters


Male skewBeing as unconnected as they are, this

segment has no identifiable political slant.

In fact, they have no strong feelings towards

the environment, healthcare or social

security, though they do lean left on issues

like abortion and marijuana legalization.

They skew more Hispanic than any

segment.

Diverse, above average Hispanic

High school or less

Employed or students

Average age: 40




Drink Rockstar-brand energy drinks (Index: 196)

Use Axe-brand deodorant (158)

Smoke Marlboro-brand cigarettes (151)

Own Xbox video console (148)

Eat Goya-brand packaged or canned foods (125)



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informed but Unregistered 31% of unregistered voters


Female skewWhile not registered to vote, this segmentsmembers have very strong opinionsthat tend to lean more conservative,

especially when it comes to abortion andlegalization of marijuana. Well-informedand aware of the issues, they are engagedin their communities and strive for a betterenvironment.

Diverse, above average Hispanic

Some college

Unemployed or homemaker

Average age: 46




Eat Goya-brand packaged or canned foods (217)

Wear Puma-brand sneakers (205)

Use Aveeno-brand bar soap (182)

Use S.O.S.-brand oven cleaning pads (173)

Eat Frito-Lay-brand snack dip (129)


Reach core constituents and swing voters via their favorite

television programs

An analysis of nearly 1,000 television programs* reveals those with the

highest concentrations of viewers from the left, the right and the middle of

the political spectrum for optimal targeting.

Top 10 indexing television programs by political outlook

Outlook: Conservative

Rank Program Index

1 Hallmark Channel: Hallmark Movie 120

2 Discovery: Swamp Loggers 119

3 TV Land: The Andy Griffith Show 118

4 History: Swamp People 117

5 Syndication: Cops 115

6 Discovery: Man vs. Wild 113

7 Syndication: Wheel of Fortune 113

8 CBS: Blue Bloods 112

9 CBS: The Mentalist 11210 History: Ice Road Truckers 111



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Outlook: Liberal

Rank Program Index

1 Comedy Central: The Daily Show 212

2 Comedy Central: The Colbert Report 201

3 Fox: Glee 164

4 E!: The Soup 155

5 ABC: Modern Family 153

6 NBC: The Office 147

7 CBS: Late Show with David Letterman 142

8 Comedy Central: Tosh.O 142

9 NBC: Saturday Night Live 141

10 Travel Channel: Anthony Bourdain: No Reservations 141


Outlook: Middle of the road

Rank Program Index

1 In Syndication: Family Guy 126

2 Fox: Family Guy 120

3 In Syndication: Two & a Half Men 119

4 TLC: Cake Boss 117

5 Syndication: How I Met Your Mother 115

6 HGTV: My First Place 115

7 Adult Swim: King of the Hill 114

8 HGTV: Holmes on Homes 114

9 A&E: Dog the Bounty Hunter 114

10 Spike: 1,000 Ways to Die 114



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Empowermeaningfulcon

INTERACTION

Empower meaningful connections


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A digital marketers foundation

EMAIL


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Email: a marketers foundation

Key findings

Peak Week, the Tuesday before Thanksgiving Day through Cyber

Monday, revealed increased email transactional activity, provingproductive for many marketers.

Dollar ($) offers were the most popular last holiday season (seen in

29% of subject lines, sneaking past last years leader of percent (%)

off campaigns (seen in 28% of subject lines).

Fifty-two percent of organizations say email address is the most

utilized piece of contact data.

For brands that have email acquisition at the POS, 15 to 25% of their

subscriber list is captured in-store.

Subscribers respond well to words that make them feel special.

Including the word exclusive in the subject line boosts unique open

rates by 14% in promotional mailings.

Revenue per email averages two times higher for Friends and

Family campaigns.

Biggest email marketing trends from 2011

Although email has been a staple in digital marketers toolkits for some

time now, 2011 was the year that people really took notice of its value within

the digital ecosystem. After all, email is the center for all other channels and

devices, connecting the lines of communication between customers and

brands, and the social, mobile and Web outlets through which they interact.

As a result, it continues to grow in usage and effectiveness, while driving

more revenue and engagement for the brands that use it effectively.


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2010 to 2011 YOY volume graph

0%

5%

10%

15%

20%

25%

30%

35%

Q4Q3Q2Q1

22.5%

25.4%

30.3%

12.9%

2011 holiday snapshot

Email marketers were extremely active all year. Overall email volume went

up each quarter, and in the holiday season rose 13%.

The 2011 holiday season had many marketers focusing on the critical week

leading up to Black Friday and Cyber Monday Peak Week. Extendingmarketing activities to encompass more days during Peak Week has proved

productive for many marketers, as the Tuesday before Thanksgiving Day

through Cyber Monday revealed increased email transactional activity.


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Peak week YOY volume was up 30%and transactions rose 20%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Peak

Week

total

Cybe

rMon

day

Sund

ay

Satu

rday

BlackF

riday

Thanks

giving

Wednesday

Tuesday

32%

61%

At three days from send

22%

32%

5%

37%

15%

23%20%

9%

16%

31%

25%29%

26%30%

Volume sent Total transactions

Other trends from the 2011 holiday season include the following:

Dollar ($) offers were the most popular in the 2011 holiday season (seen

in 29% of subject lines), sneaking past the 2010 leader of percent-off

campaigns (seen in 28% of subject lines).

Personalization in subject lines increased (31% overall), particularly in the

last half of the season.

Deeper discounts were offered through email more frequently. The

percentage of campaigns offering 50% off was up 30% compared with

the same time period in 2010, and campaigns offering 10% and

20% off decreased.

Three times as many campaigns had the word Facebook in the subject

line compared to 2010.

Flash sales continued to increase in popularity, with 31% more campaigns

in 2011 versus the year before.

Tip: If your goal is purely engagement or re engagement shorter flash sales


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Using email segmentation to reach the New American Consumer

The New American Consumer lives, behaves, communicates and interacts

with brands, and the emails brands send them, much differently and

discerningly than ever before.

What does this mean for email marketers in 2012? There needs to be a focus

on relevancy and engagement. To do this, analytics and structured testingare the key to enabling a focus on segmentation deep, strategic and well-

planned segmentation.

The great news for email marketers is that with time comes data. The

challenge at hand is figuring out what to do with this data, particularly from

a segmentation standpoint. In 2012, there are four major ways to approach

making the most of the data to communicate with customers based on their

unique wants and needs:

Email behaviors Has this person opened my emails in the last 60

days? If so, for how long? And on what device? Which communications

are most engaging, and how do I maintain this engagement?

Transactions On what day of week does my company experience the

highest email transaction rates? Have any offline/in-store transactions

been made as a result of my email marketing? Which types of offers/

messages drive the most transactions?Web analytics How many times has someone clicked on my emails

before they actually purchased? Are there items left in their shopping

carts about which I should remind them? Have they browsed but not

purchased and can I re-engage them? Which types of emails drive higher

click-throughs and engagement on my site?

Social media information What brands does this customer like on

Facebook? Have they mentioned my company, or any of our products, on

Twitter recently? What did they say? Which customers exert more socialinfluence, and can I leverage them to promote my brand?

Tip: Marketers should include and consider customer behavior across all

digital platforms, from Web to mobile, when identifying audience segments and

crafting the content of their campaigns.


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What email marketers should focus on in 2012

As technology advances at a rapid pace and customers adapt, marketers

have so much to keep in mind. Considering that marketers are focused

more on cross-channel engagement, we have concentrated on highlighting

key benchmarks, trends and tips surrounding the three key areas:

connecting, engaging and empowering customers.

CONNECT

Making that initial connection through email first requires the acquisition

of customer information. Fortunately for marketers, there is a plethora of

ways to do this. In a 2011 study by Experian QAS, 60% of respondents stated

they use some form of email verification, and 52% of organizations say

email address is the most utilized piece of contact data.11 Top connecting

strategies for 2012 include:

Point of sale (POS) email acquisition

Online

Allowing opt-in during the online checkout process is a popular

acquisition tactic among retailers looking to increase subscriber list sizes.

Including email sign-up on the companys Facebook page can help amass

a wealth of subscribers.

Tip:To mitigate deliverability and reputation challenges, Experian CheetahMail

recommendsthatatonlinePOS,retailersexplicitlystatethatthesubscriber

will be opted into marketing communications and a confirmed opt-in message

should also be triggered in real time.

In-store email acquisition

For brands that have email acquisition at the POS, 15 to 25% of theirsubscriber list is captured in-store. Marketers should consider all of the

following tactics when acquiring email addresses in stores:

Mobile QR codes displayed on store signage QR (quick response)

codes can be a great tool directing users to a mobile-optimized

acquisition form for grabbing new email subscribers on the go.

Text to subscribe/SMS program Regular SMS campaigns allow

customers to sign up to receive text alerts by phone. In addition to

using QR codes, linking the first SMS communication back to a Web-

based form for email collection can work wonders for acquisition. SMS

subscribers can text in an email address as an additional method of


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Case study: Kenneth Cole uses iPad forms for subscriber

acquisition on the go

Experian CheetahMail and Kenneth Cole, a leading multi-channel retailer

of fashion, footwear and handbags, launched an iPad form with the goal of

collecting more email subscribers at an upcoming event.

CheetahMail set up an online form for the Kenneth Cole booth at the

Lucky Shops Event.

Foot traffic was asked to enter a drawing via an iPad to win a shopping

spree at a Kenneth Cole store.

Entries were also signed up to receive Kenneth Cole email.

Eighty-seven percent of people who entered the sweeps signed up for

email and 34% made purchases after the event.


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Increasing email reach via data overlay

Acquiring an email address is just a small, yet vital, step in making the

connection with new customers. Using data overlays, such as lifestyle

segmentation systems, on top of those email addresses can better ensure

that your message sticks. Heres how:

Profile the customer Use segmentation systems, such as

Experians Mosaic USA Consumer Lifestyle Segmentation codes, to

learn about the socioeconomic attributes, lifestyle characteristics and

attitudes of your customers.

Set goals Identify the codes to acquire (top customers, engaged

clients, brand ambassadors, people who share, those who opted in

through the Facebook page, etc.).

Think outside the inbox Learn the Websites that customers visitto establish partnerships and implement co-marketing arrangements or

tactics to drive Website traffic.

Test Use the segments to test email messaging, creative design and

subject lines based on audience segments.

Tip: Focus on gathering more data through online polls and email creative that

have clear calls to action.

Optimizing subject lines

To make a connection through email, marketers must ensure their subject

lines are timely, compelling and relevant. Testing has shown that shorter

subject lines perform better, as they tend to stand apart visually from the

longer lines and are therefore more enticing to read.


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Tip: Consider implementing a structured subject line test plan to determine the

best way to speak to subscribers, understand what they are looking for, improve

open rates and subsequently improve the number of clicks and transactions

generated through email.

Keywords and phrases

Subscribers respond well to words that make them feel special. Including

the word exclusive in the subject line boosts unique open rates by

14% in promotional mailings (15.9% unique open rate with exclusive

and 14% without).

The phrases top 10 or top 5 are also popular. For example, Top 10 looks

for fall would garner more opens than Open this email for ways to lookgreat this fall season. People are also intrigued by subject lines that offer

a quiz-like challenge, such as Do you know the top 5 vacation spots? or

The top 5 vacation spots are Subject lines with top 10 or top 5 have

unique open rates that are 13% higher than promotional mailings without

those phrases (16.1% with top and 14.3% without).

Experian CheetahMail analyzed the length and content of subject lines mailed

from January through May 2011 from more than 450 brands acrossall industries.

ENGAGE

More than 80% of email marketers send the same content to all subscribers.

In 2012, marketers will try to change this and segment more

continuing to strive to reach the highest levels of customer engagement and

interaction. Once a connection with a customer is made, there are a number

of proven strategies for nurturing the relationship, driving conversions and

fostering conversations:

Email can play an important role in optimizing customer loyalty

Many loyalty-focused campaigns span the entire customer life cycle, from

the initial entry to program renewal notifications and reminder messages.

They also tend to perform better than standard promotional mailings in

terms of customer response and revenue.

Emails targeted to current loyalty program members have 40% higher open

rates; 22% higher click rates; and transaction rates and revenue per email

that are 29% and 11% higher.


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Loyalty mailings generate higher transactionrates and revenue per email

0.00%

0.02%

0.04%

0.06%

0.08%

0.10%

$0.15

$0.16

$0.17

$0.18

$0.19

Non-loyalty

promotional mailings

Loyalty

Transactionr

ate

Revenue per email

0.09%

$0.18 0.07%

$0.17

Different types of loyalty emails perform wellListed below are nine mailing types that collectively provide a platform for

achieving high loyalty program results.

Loyalty mailings provide opportunities for outstandingtransaction rates and revenue per email

0 0%

0.2%

0.4%

0.6%

0.8%

1.0%

1.2%

1.4%

1.6%

$0 00

$1.00

$2.00

$3.00

$4.00

$5.00

$6.00

$7.00

$8.00

l

0.1% 0.1%

0.5%

0.8%

1.4%

0.7%

0.4%

0.9%

0.6%

$0.17 $0.11

$1.26 $1.62

$6.81

$1.82

$3.86

$0.80

$1.60

Transaction rate

Revenue per email


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Use a single-column layout for easy scrolling.

Be aware of size and positioning of all calls to action.

Device

Media Query (MQ) is one option to optimize emails for most modern mobile

operating systems. MQ is a cascading style sheet (CSS) code that outlinesspecific parameters to either resize or hide certain areas of the email.

Designing with MQ in mind will enable use of one single template that is

optimized when viewed within mobile email applications as well as the Web

version viewed on a mobile device or tablet.

Tip: As an additional option for clients with existing mobile capabilities,

CheetahMobile can assist in launching location-based SMS programs to

provide additional targeting for loyalty programs, as well as more relevant offers

to subscribers.

Customer stories in email

Marketers know how powerful customer testimonials can be. More than

ever, customers are seeking out user reviews, ratings and social media

commentary to validate their actions. Consider incorporating the following

in email campaigns:

Social media posts

Use fan commentary from the Facebook page in the copy of emails to

support descriptions of products and services.

Ratings and reviews

Use these emails to continue a dialogue with customers and engage new

visitors. Ratings and Reviews mailings have two times the total open ratesand 39% higher click rates than promotional mailings.

Furthermore, Ratings and Reviews emails that dynamically show the

products to be reviewed have 13% higher click rates and double the

transaction rates and revenue per email when compared to not displaying

the content dynamically.13


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Case study: Horchow asks questions and shares the answers

Asking for preferences or feedback allows companies to tailor product

development and other company decisions for current and true customer

needs. Experian CheetahMail and Horchow are a perfect example of this

strategy, using social media feedback in email and creating a campaignbuilt around the all-powerful tactic every marketer aims to create:

word-of-mouth.

Subject line: Facebook favorites: Our fans speak out

Customer comments from Facebook are included in the email template

Encourages email and social media interaction

Twenty-six percent lift in open rate

Tip: Are your customers fans of your competitors? Leverage this knowledge

and insight to refine messaging in email or send a special promotion/offer to


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The next era of dynamic content: social, local and real time

What if email could be all three of the above? Companies such as Movable

Ink have the technology to make this possible. There is a new era of

dynamic content today, and some of the most progressive digital marketers

have already jumped on the bandwagon. Listed below are just some of the

value-adds this type of technology creates:

Persuade using social proof, i.e., Friends of yours have bought the

same deal.

Use real-time elements like time left in deal to create a sense

of urgency.

Include coupons that dynamically count down to expiration when the

email is opened also creating a sense of urgency.

Geo-target ads based on where a subscriber opens the email.

Engagement analytics

Who opens an email campaign? Did they use their iPhone or check Outlook

on their desktop? Did they print the in-store coupon? And furthermore,

someone opened your email, but did they actually read it? With recent

innovations in email marketing analytics (from providers such as Litmus),

this information is at a marketers fingertips.

Engagement for email analytics is based on the amount of time a

subscriber spends on an open email. The metrics below indicate that the

strongest engagement is on a desktop, followed by mobile devices, then

Webmail clients.

Read Seven-plus seconds spent on the email.

Skimmed Two to seven seconds spent on the email.

Glanced/deleted Less than two seconds spent on the email.

Read Skimmed Glanced/deleted

Desktop clients 55% 28% 17%

Mobile clients 49% 22% 29%

Webmail clients 26% 4% 70%

Source: Experian CheetahMail partner, Litmus, analyses of ~760 million email users, April 2011.


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Inactive: no opens or clicks

Subscriber who has never engaged with email (no opens, no clicks)

1. Identify time on file. If the subscriber is new (signed up within 30 to 60

days), consider sending a welcome series or other high touch offer to

solicit engagement. Include prominent placement for users to update

their preferences.

2. If the subscriber is 60 days to 12 months old, look at activity outside

of email (transactions, Web browsing behavior, social media activity) to

determine further segmentation and a contact strategy plan.

3. After 12 months of inactivity, create a re-engagement campaign or series,

such as we miss you or we havent heard from you in a while with a

special offer to encourage engagement.

4. A subscriber with no opens, no clicks and no transactions in the past 24months should be sent a re-confirmation message or series to get them

to re-commit to the brand. Consider alternative options for them to opt-in

for other programs such as through SMS or social in case email is not, or

is no longer, their communication channel of choice.

Tip: We Miss You campaigns have proved to be effective in reactivating

recently lapsed buyers. This Eastern Mountain Sports campaign targetedsubscribers who were inactive for 12 or more months and successfully

reactivated 2.3% of the file.


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EMPOWER

The connection with subscribers has been made, and they have engaged

with messages that are relevant to them, but are they empowered with

emails that they share and talk about emails that promote relationship

growth and deep customer loyalty? By giving customers the tools to be

brand advocates, they can organically expand the reach and impact of

marketing messages. Empowerment is the pinnacle of email marketing

success, and for any digital marketer, there are a number of ways to reach

this state.

Enable sharing

Empowering customers with emails they can share with their friends,

families and social networks has never been easier and the payoff can be

immense. Some of the latest trends and tactics include:

Be friendly

Make subscribers feel special by including them in Frie

Documents

The 2012 Digital Marketer Benchmark and Trend Report Experian